SIDEKICK INTRODUCES A NEW DESIGN AND NEW FLAVOURS
Halewood International is set to invest heavily into the advertising of its Sidekick brand after a major redesign and repositioning strategy.
The Sidekick brand, which now comprises of a range of ten flavours available in five hundred milliliter bottles, has been repositioned in response to changing consumer habits which are seeing Sidekick drinkers consume the product as part of a long drink or cocktail pitcher as well as a shot.
The launch of two new flavours, Chocolate Orange and Black Cherry, is part of the ongoing NPD and attempt to grow the current range.
The bottles all have the same bottle design to ensure brand syncing and have an ABV of 14.5%.
The repositioning sees the introduction of a new strap line for Sidekick, “Mix’d Your Way”, which highlights that in addition to a traditional shot, Sidekick is also suitable for long drink consumption with a mixer, creams over ice or as a cocktail ingredient in a sharing pitcher.
The point of sale and marketing collateral reflects this with a range of serving suggestions for the On-Trade.
The move is the latest in a series of steps taken by Halewood International to move away from the single shot pot products.
Around eighteen months ago the company lowered the alcohol content in the Sidekick brand by around thirty per cent, making it lower than other vodka based shots on the market, and subsequently launched a series of five hundred milliliter bottles suitable for use in a multiplicity of ways.
Hannah Blackburn, Halewood International’s Brand Manager for RTDs and Shots says:
“We are acutely aware of the sensitivity surrounding shot based products, which is why we launched a five hundred milliliter bottle in April 2008.
This latest piece of work is designed to promote the brand as a base for long drinks and the idea behind Mix’d Your Way is to encourage consumers to serve as a long drink in the multiplicity of ways demonstrated in the promotional material.”
The newly positioned range will be supported by trade press advertising, point of sale including back bar display units, pourers, bar runners and drip mats.
The brand has also launched a new consumer facing website.
Blackburn concluded:
“We are confident that this new positioning is being embraced by both On-trade bar staff and consumers, seeing an increase in sales of thirty five per cent on last year and an increased distribution in both the On-and Off-trade.”
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